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EIGHTH YEAR COLUMBIA, MISSOURI, WEDNESDAY, MAY 3, 1916 NUMBER 211 V LA vff fc v H SPEAKERS ADVERTISE PRESSlfERTISl No Longer Game of Chance, But a Science, Says A. W. Douglas. TRUTH AN ESSENTIAL Publicity Work Discussed by Courtland Smith, C. F. Hatfield and L. Harris. 'Iluit advertising, in order to lie cf fictive. must lie honest was the loud est and most persistent string in the sjmphonj of advertising which held forth in Switzler Hall toda. That it was a science and not a game of chance and that it must be original anil convincing had many solo parts That it jiaid, paid handsomely, was a small but effective minor. A W Douglas, v ice-president of the Simmons Hardware Company, St. I-ouK said in part: "Advertising is in its formative pe riod It is a tremendously big and joung and interesting science, and its rules have not all been laid down jet. However, it is no longer a game of dunce where jou shut jour ejes, fire into the dark and trust to the god of chance that the right mark will be hit. "In a waj it is a simple science, and has onlj two requirements for the one who would succeed by its magic. Thej are, first, a knowledge of hu man nature, and second, a knowledge of the English language. Ads Too Cmiveitlitmnl. "It is marvelous how little most of us know about human nature Soph ocles said that the principal thing th.it struck him about people in busi ness was that thej knew nothing about business. I sometimes think the same thing about people in ad vertising Read the advertisements in anj magazine, note how con strained, how conventional There isn't one out of five of them that shows the slightest trace of imagina tion or idealism Imagination and idealism are most potent factors, most invaluable assets in the business of advertising. "If I were going to advertise a razor I wouldn't start out by telling how the razor was tempered or sharpened, or launch forth in a maze of techni calities, but I'd saj- that my razor was the original blade used by the Scribes and Pharisees to split hairs with and that no red-haired, cross ejeil woman had anj thing on it when it came to temper. "Advertising must be a continuous performance it should not be an in terlude "It must bo true It must be worth while" Profil in Foreign Vdtertising. Courtland Smith, president and general manager of the American I'ress Association, Xew York Citj, speaking on "C'ountrj Newspapers and National Advertising," said that foreign advertising offered the larg est field of profit to the country pub lisher. "I'p to the last six jears countrj" newspapers have never given much attention to this form of advertising," said Mr. Smith. "Thej have allowed the magazines and the citj papers to get it awaj from them, though it is theirs bj everj right, because only the newspaper man in the small commuuitj can give to his advertisers the personal interest touch which he desires above all other things. "Fiftj ears ago, when advertising began to be a science, the vv eekly pub Mentions took it up; twentj-five jears later the magazines got into the field; then the metropolitan papers organ ized to take it away from the maga zines; todav we have the advertiser himself forcing the countrj newspa pers to take it from him. "The first move for the small pa per publisher is to print a rate card. The psjchological effect of seeing his own prices in cold tjpe is tremen dous, if he has weak knees or a lim ber spine I know of no better stiffen er than a printed rate card. "No space, no matter how small the circulation, can be sold at a profit, for less than 10 cents net to the pub lisher "The second vital point is that the publisher must tell the truth about his circulation. "The third, and perhaps the biggest. Is that he must co-operate with his advertiser This is the point of his greatest vantage. The national maga zine and the metropolitan paper are here left out in the cold. Only the small town publisher can come in di rect personal contact with his read ers, can act as a living link between manufacturer and consumer." Don't Forget to Collect. Having secured his advertising and published it. Mr. Smith urged, the ad vertisers not to forget to collect for it. One advertising agency in Phila delphia, he declared, j early stole 30,- 000 from publishers who were too careless to collect for advertising which they had published and which the manufacturer had paid for. ".My own firm," said Mr. Smith, "has today in its treasury $8,000 which we cannot force upon the pub lishers who have earned it. For some of it we have sent out as many as three cheeks, and they have never been cashed. I do not know how we will get rid of it it isn't ours and we don't want it. Do not be too proud and haughtj, or too careless, to cash a $1 check." On Coinniiiiiil) Advertising. Charles l Hatfield, secretarj and general manager of the St. Louis Con vention and Publicity Bureau, follow ed with a paper on -Community Advertising." The foundation of community ad vertising," he said, "Is having some thing worth while to show. The mere mentioning of special municipal features indicates possibilities which could be expanded innumerablj-. A city telling what it has, secures for itself a tremendous volume of adver tising of the most forcefu' kind ad vertising that works for manj jears" Fine literature, prepared in a sjs tematic and attractive stjle, telling about the city and all its features, was suggested by the speaker as an im portant method of bringing the citj to the attention of the outside world. A good band or sjmphony orchestra was also suggested, the latter suggestion having been put to the practical test in St. Louis. Fairs, expositions and conventions were mentioned as espe cially fine methods of advertising a community. "Columbia is giving, this week, one of the best illustrations of commuui tj advertising," said the speaker. "Its seventh Journalism Week focuses the attention of many thousands of peo ple cm this citj. There are manj c ther c onv i ntions that can b1- draw n to Columbia because of the pulling power of its educational atmosphere" Writing- fur the Railroads. "Hailroad Publicitj" was discussed by Lucien Harris, editor of the Fris co Magazine, St. Louis. "The era of the railroad writer is at hand," said Mr. Harris. "Writing for the railroads is one of the great eat fields for the near future, and the coming journalists should take no tice of this fact. "Twenty jears ago the railroad of ficial took a verj unfriendly stand rel ative to the newspaper man; todaj he cannot saj too many nice things about the country press." BY VOTE JEAR 5 TO I Columbia Decides to Float $90,000 Loan for two New Buildings and Equipment. RESULT IS PLEASING Citizens Express Themselves As Satisfied and Hope work Will Begin Work Soon. Columbia voted jesterdaj bj- a ma jorilj of nearly .1 to 1 that $'10,000 be borrowed and bonds issued for the erection of two new school buildings and for the refurnishing of others. The votes for the loans on all proposi tions was large, not one of them com ing near being defeated An average of 'JCS was received for all proposi tions, while an average negative vote of 212 was registered. Eleven votes were i ejected. Various Columbia citizens expressed themselves as pleased with the election results Thej were all of the opinion that the improvements were needed and expressed a wish that the work be started as soon as possible The largest single item of the nevv Iv authorized loan is for the erection of a new building on the grounds of the Douglass School for the negroes and for furnishing this building. The sum is $.15,000 Yesterday DM votes were cast for it and 217 against it. The next largest item is for tli- crcc-, tion of a new ward school on a site to bo purchased somewhere north of Ilroadwaj. This loan is for $2.000. Th vote was !SG for, 1HS against. The votes on the propositions were THREE IRISH REBELS ARE POTTO DEATH Peter Pears, John Connolly and Another Man Killed in Tower of London. OTHERS ARE CAPTIVE Birrell Hands in His Resig nation as the Secretary for Ireland. ISv I'ultif Press LONDON, Maj 3 Peter Pears, president of the seven-day ltepublie of Ireland, John Connollj and a third man whose name lias not been disclos ed were convicted of rebellion and put to death in the Tower of London this morning. At the same time, if was announced that Mr. Birrell. Secretarj for Ireland, had resigned. Practically all of the r bels are held prisoner in London now. in imt vltieii THE WEATHER ,!':f,,5",r''11 aml !: Clearing !, , -'f cnioon. Kenerilly filr tonl-ht ami ILur-.ljy; w inucr Thursday. .i iwVir,;;"'. ral.r t"",,:llt an(I T1""-i- t'.iiUht riiur-,Jay .ui.l west portion Wratlirr Condition i .i i .. - .. mi ime continued In Texas. Okli-l".'i!.'-, 'V.',"""- l"-'"''-l. thuice nortl- si I t.i. ti " !'":' ''lstnaril to I", mi. .-1 ,,J i ,i "' l,,"V,"l'1" fl"' depression tint -N!(. I (. Iimillit.llIoii l 11,1 ......l.: ""f,r"-r!" M", ,"'1" " moving north f i-t I1m M.4 aw ilirln - fi. .. in.i... I ir In tin' l:.Hki xi.uiiit i e tilt' stl ril I'llil.Hin l..t. tin- neither Is again l.ecomlnB un , tlie ft stilt of .mntti. t- I.... ........ w ive tint is iiiuilu eisiu ml wm,. w. rn Canidj. I.,1."-!",1" Mlr;tiirn prevail this inorii-in- etst of the VIislsi,,,,I i.Ter i,i . . nllj In the i:,u Mount iln stills,, t tin- neither still is ritli.r cool In the llilns, with frost in Nel.nska tn.l he I' IKiit is. In C'olunil.I, moMli ftir w.atlitr will pr. til .luring t. HXt ,,rt u or more, with rising tempt riture iluriii' the I tilt r inrt of the i.. ri...i I.otj Data. in- nmiiist ttiuiieritiire In c,umlilt visit rtMt is V! mil the lontst list nlelit iTt. '. i""'I"inioii. .--: rt lathe hu inlillli p in jistirilij. ui nr ii t. A vetr ao itsttriln tin. lit .ii..t t. -. s si. mil "the ion,, t 5S, iireclnl tjt In, Ii WILL NOT WITHDRAW Fl Obregon Agrees to Give U.S. Use of Railroad for Moving Supplies. MEXICANS TO HELP Full Co-operation of Federals Is Promised in Hunt for Villa. Inrt- i t ttiiill HERE FOR NilIONW. MEEIING Sigma Helta Clii Delegates rrive From Other .Sc liools. F. M Church of the state- desk of t!'e Detroit News, national sccietary of the Sigma Delta Chi journalistic fraternity, arrived heie this afternoon to compl te arrangements for the Jia tional convention of the fraternity, vhich opens here tomorrow. William It Iteetlj of the Universitj of Wisconsin, a delegate, also arrived this afternoon Horace Chandler of the Universitj of Louisiana arriven jesterdaj- afternoon Twenty other delegates are expected tomorrow Sun rost : . in Moon ts, s The toil II, lltiianui. ." I's a in Sun s, ts. 1) p in. 'I he Temperatures Today. a- m 43 a a ra 31 a- ni 4G 12 m 52 a- ni 48 1 p. m 32 a- m 49 2 p. m 51 THE BULLETIN BOARD Oolilis and llrisliane 'Ioaiiglit. On the Journalism Week program fcr tonight, in the Universitj Audi torium, are addresses by S. C. Dobbs, vice-president of the Coca-Cola Com-panj-, Atlanta, Ga , and Arthur Bris- Mav :: The Aineri not withdraw from .No l, for a new- scnool tmiwing ( morning from schools of journalism north of Ilroadwaj, jrs, 9Sfi; no, l'JS; lf other universities 'can, ?2G.00O i . Xo ', for purchasing additional J LIKE 1 HE NOItl II POLE 10 HIM ground-, for the Lee School site- jes, - :tfil no 2'l loan. S12.000. He!( gale l'rnm I.miis'ima Marled Here Xo. ", for furnishing the I'enton School building with a new heating' plant- jes, 00.'; no, I'M), loan, f.,000 , Xo 4, for pure basing additional I Evangelist Will Talk Over Phone to Banqueters Friday Night. At least 430 jiersons in Columbii will hear Hilly Sunday talk Fndav night, though Sundaj will be in Kan sas City, the scone of his pres nt re vival services. Tin- evangelist, speaking over the long-distance telephone, will preach for lifte-n minutes to an audience at the Matle-in-America banquet in Itoth well Ojninasium. William J. Ilrjan and James Scher merhorn, editor of the Detroit Times, will be there in person to make addresses grounds for the Jefferson School; jes, 930; Jio, 2.J2, loan, $12,000. Xo 3, for erecting a new building for negro children on the Douglass School site- jes, i',; no. 217; loan, 5P.3.000. KISER HIM, REPLY TOMORROW C'ernnl to Receive (.'ernian Answer to MiNon's East Nolo. I!y ITiiiteii Press I5KRLIX. May 3 It is expected that the Ocrman replj to the last note of President Wilson will be handed to Ambassador Gerard tomorrow morn ing It is thought that the note will not reach Washington before Sundaj. Wearing a Mra v Hal. Horace ('handle r. a junior in the hool of loiiinalisin of the 1 niversi'v of I ouisi ina, a delegate the n ttional ciiivcntion of Mgma Delta Cln vvhMi I," els heie tomorrow arrived jest r t!av -n t'-e rain He Hunks Missouri n ist be near the Xorth Pole "I left home Sundaj afternoon wear ing a straw hat. It is useless to say it is in mj grip now," he said "We have been having summer and Palm lieach suits and straw hats for a month in Louisiana This Missouri spring weather is almost as cold as our winter" LgCBw mmr?ir ;t l!v I'tiltnl I'rts-t KL PASO. Tex can troops will Mexico. (ieneral Obregon has agreed to give the I'nited States use of the Mexico-Xorthw-tStern railroad for the move ment of supplies and men. He also promised to have the Mexican federal troops co-operate as much as possible in the hunt for Villa. These are the outstanding features of the conference held between (Ien eral Obregon and General Scott here last night which lasted twelve hours. There will be no conference this af ternoon. General Scott is awaiting the action of th State Department before taking any further action. 'I El FOR NEN.NPIPER WOMEN To Tell Y. W. C. A. of Orient. Miss Esther Twente and Miss Ethel MeGmnis will talk oil China and Japan at the Y. W C. A. meeting at I:l.i o'clock tomorrow afternoon. They will wear Oriental costumes Miss Eulalie Pape will preside NEW YORK EDITOR TO SPEAK HE FORCOF TO I.Ol'K HIS SVFE l7iira Jackson's .strong llox. Near Police Matitm, Robbed of Is. The safe of Iora Jackson, a negro who has a pool hall and barber shop on Walnut street, back of the police station and jail, was robbed last night. The safe contained from $I4S to $133. part of the proceeds of Jackson's grocerj- business, which he recently sold. Jackson had neglected to lock the large door of tiie safe when he left the shop the night before. Presented "Hie Holy City. The oratorio, "The Holy City," was given at the Broadway Methodist Church Sundaj- evening. The princi pal solos were sung by Miss Avis Stott, Miss Marguerite Wickes, Ern st McDonnell and Wendell Hajs Miss Ruth Harnes plajed the organ and Miss Ruth Xovvell the plaiu. IHWLMHH'cflHHHH m&tiEi&m i m i S. C. Dobbs. bane, editor of the Xew York Evening Journal. The program will begin at S o'clock. Mr. Brisbane arrived this morning from Xew York, accompanied bj- Courtland Smith, president of the American Press Association. Campbell to .Speak Tomorrow. Henrj- C. Campbell, editor of the .Mil waukee Journal, will speak at 9 o'clock tomorrow morning, in Switzler Hall, on ".Journalism m the Present iJajv Other addresses, announced in the printed program, will follow. Tomor row is the meeting daj- of the Missouri I'ress Association. Wsitors Entertained Iij Girls of the .School of Journalism. The women students of the School of Journalism entertained the visiting women, here for Journalism Week, with a tea jesterdaj- afternoon at the home or Mrs. Charl s Wheat and Miss Gladjs Wheat. 71.J Missouri avenue. Among the guests were -Miss Catha Wells, Chillicothe; .Miss Anna E Xolen, Monroe Citj ; .Miss Marguerite McGowan, Kansas City; .Miss Uiura Schmitz. Chillicothe; Mrs. Golda V. Howe, Hunncw II; Mrs Ida Itrjan Eastman, Chillicothe; Mrs. ('. A. K'm ball, Manhattan, Kan.; Mrs. Willi mi Haniiy, St. Joseph; Mrs. Marj Wood son Shippej-, Higginsville: Mrs. Emilj Grant Hatchings. St. Louis; Mis. Flor ence Leaver Pendleton. KaJisas Citj ; Mrs. Lewis W. Moore, Hume, Mo The committ e in charge of the ar rangements for the tea consisted of .Misses Anne Evans, Margaret Million and Caralee Strock. Lilacs were used in decoration. TRY TO HELP FONSr.MEK. TOO . liana Club Will Entertain. The Dana Press Club will give a din ner for alumni and some of the visiting journalists after tonight's program of Journalism Week. A smoker for all visiting witl local members of Sigma Delta Chi will be given at Dana House tomorrow night after the evening program. MARRIED 5B IE IRS ACO 10DY Mr ainil .Mrs. Simon Hetlrirk Celebrat ing Their Wedding Aiinhersary. .Mr. and Mrs. Simon Hedrick, par ents of Dr. E. It. Hedrick, professor of mathematics in the lnivcrity of Mis ouri. are eel brating the fifty-sixth anniversary of their wedding todaj'. Mr. and Mrs. Hedrick came here from Ann Arbor, Mich, thirteen jears ago and have since made Columbia their horn . "In our leng life together there have been many dav-s of sunshine and joy and many dajs of shadow," said Mr. Hedrick todaj-, 'but the greatest blessing that we have received is the remarkable health that we have en- Jojed all of our lives." Arthur Rrisbane. Editor of the Xew York Evening Jou rnal, who will speak at the University Auditorium tonight. Agricultural Poster Nidel) Copied. I The ideas of the College of Agri ' culture are copied often by other ag ricultural institutions. The 1915 an- I nual report of the State Board of Ag riculture of Oklahoma includes a poster put out by the Missouri Experi ment Station for combating hog chol era. This poster has illustrations and some concise rules on methods of prevention and control. It has been widely copied. It.irlli Opens Afternoon Session of Advertising Daj. I. A. Barth of Columbia, president of the Retail Clothiers of Missouri, opened the afternoon session of Ad vertising Day of Journalism Week. Mr. Barth said that the association was trjing to do as much for the consum er as for itself, and to this end had taken steps to abolish the custom of having periodic- clearing sales, which are a menace to any business. Speaking as a representative of the Associated Advertising Clubs of the World, W. C. D'Arcj-, president of the D'Arcj- Advertising Company of St. Louis, explained th purpose and methods of the campaign to advertise advertising. He was followed bj A. I. Borcman of the Merchants' Trade Journal, Des Moines. .MIDNIGHT TRVIN 10 ST. I.OI'IS Change in Katj Schedule Gives Colum bians Better Service. Columbians may now leave on a mid night train again and arrive in St: Iiuis the next morning. The Katy has announced the addition of another train to its schedule and a change in time of the merchandise train. The latter, which formerly arrived at 7:20 a. m, will now reach here half an hour earlier for the convenience of the merchants. The new train, which will leave here at 12:15 a. m , is made up at Xew Franklin. It arrives here at 10:20 p. m. and waits to take the midnight sic per which connects with the St. Louis train. It returns at 3:20 a. in and leaves again at 5:20 a. m. IIRVtN TO DDRESS ASSEMBLE Ncbraskiin Will SjhmL in iitlitorIiim at 11 . M. Fritlaj. William J. Brjan, editor of the Com moner, Lincoln, Neb , form r Secretary of State, will address the University Assemblv in the Auditorium at II o'clock Friday morning. His subject will be "The Press and the Xation." All University exercises will be sus p nded from 11 o'clock until noon. Friday night Mr. Brjan will speak at the Made-in-America banquet at Roth well Gymnasium.